318 Research Final

Running head: RISING STAR OUTREACH BACKGROUND RESEARCH 1

Rising Star Outreach Background Research

Alexis Johnson

Matthew McKinlay

Mia Do

Geoffrey Taylor

RISING STAR OUTREACH BACKGROUND RESEARCH 2

Rising Star Outreach Background Research

Rising Star Outreach is an organization dedicated to fighting against leprosy in India.

The organization’s mission is “to help the leprosy colonies become thriving, self-sufficient

communities” (Rising Star Outreach, n.d.).

Rising Star Outreach has been established in India as an NGO for 10 years. During its

time there, the organization has established mobile medical clinics that service 14 colonies. It

has built a school that educates 233 students and has hired 71 employees in India. The

organization’s most valuable resources are its 200 volunteers and over 850 sponsors. The

volunteers contribute 60% to Rising Star Outreach’s yearly funds, while the remaining 40%

comes from private donors and the board of directors.

Rising Star Outreach is effectively combating leprosy in India with its three pillar

approach: economic rehabilitation, medical care, and educating children. The organization has

been successful in all three areas, but in order to sustain operations it is in need of continued

support from volunteers and donors. The two main issues associated with acquiring the

continued support of volunteers and donors is the stigma associated with leprosy and having the

necessary resources to expand.

Rising Star Outreach has been fairly effective in recruiting volunteers and donors. It has

employed a number of techniques to attract new volunteers and donors, and to retain the old

ones.

Resources to Consider

Rising Star Outreach has established itself in the Kancheepuram Districtof India,

flourishing in its almost 12 years as a nonprofit organization. In that amount of time, it has

operated a mobile medical clinic, built a boarding school and provided micro loans to those in

poverty suffering from leprosy. Currently, 233 kids, ranging in grades from Kindergarten to tenth


grade, attend three different schools that Rising Star constructed in 2010 on their real estate in

India. The first graduating class will be in 2014. From the Rising Star school, the students will

transition from the successfully completed tenth grade into Indian public schools where they will

receive their last two years of education. These boarding schools have proven to be very

resourceful for the nonprofit. Students from leper families, living in leper colonies, are now able

to leave the colony and stay at the boarding school while they study. The schools have become

the envy of the community because of their American resources in technology and English

teaching. Consequently, lepers who were typically shunned as the lowest in the Indian caste

system are now allowed to study and play with children from other castes, breaking down

cultural barriers while integrating the local community with the leper colony. Currently, the

student population consists of 80% from leper colonies and 20% from local villages.

Celebrity Advocates

In its arsenal of resources, Rising Star has come to rely on advocacy from celebrity

endorsements. Former NBA star Shawn Bradley and pop singer David Archuleta have both

publicly supported Rising Star and its cause. But by far the greatest celebrity endorsement has

come from Padma Venkataraman. The daughter of former Indian President Ramaswamy

Venkataraman, Padma has proved invaluable as a social advocate in India. She is vice president

of the Women’s India Association and patron of the Gandhi Peace Foundation. She also serves

Rising Star Outreach of India as a member of the Board of Directors.

To grow its donor and volunteer base and expand its reputation, Rising Star needs to attract more

high-quality celebrity partnerships such as these. In a study evaluating the public perception of

celebrity endorsements, Spry, Pappu & Cornwell (2011) examined the impact of a celebrity’s

credibility on an endorsed brand. They found that most celebrities add credibility to a brand,


even when they are not considered generally credible themselves. But the better the reputation

of the celebrity, the better they were able to build the brand. Spry and colleagues (2011)

concluded that when choosing an endorser, brands should look for celebrities who are perceived

as being credible based on their attractiveness, expertise and trustworthiness.

Organization’s Website

Another resource at Rising Star’s disposal is its website. The website offers a strong

graphic presence with photos of volunteers serving Indians who suffer from leprosy. There are

drop-down menus that let the user navigate such topics as, “Our Program,” “About Us,”

“Contact Us” and “Menu.” Despite such options, users may find it difficult to navigate around

the website, not knowing where to click to reach their desired information. In a study titled,

“Interactive Communication Features on Nonprofit Organizations' Webpages for the Practice of

Excellence in Public Relations,” Yeon, Choi and Kiousis (2005) examined the websites of the

top 100 non-profits in the U.S. to see how they were being used as a public relations tool,

especially in media, donor and volunteer relations. The results they found were surprising.

According to their study, the usage of the sites for key publics had no significant relationship to

increased revenue for the non-profits. Also key to note is that most non-profits did not provide

journalists with easy-to-access press content. Compared with journalists and volunteers, donors

were often given prominence in content and website features (Yeon et al., 2005).

Recruiting Volunteers and Donors

There are many external factors that could either promote or impede success for

Rising Star Outreach. The positive perceptions toward donating time and money often induce


people to donate. The impeding factors include anything that competes for that time and money

and negative perceptions toward leprosy.

Volunteers

Volunteers are the fuel that drives Rising Star Outreach’s three pillar approach to

combating leprosy. Without volunteers, the organization would not be able to operate nearly as

effectively. It is crucial to understand what motivates people to volunteer and which groups

would be more likely to volunteer than others.

The most successful form of marketing has been through word of mouth from past

volunteers. Because of hands on experience, past volunteers have become Rising Star Outreach’s

greatest marketing assets. Those that spend time in India have a greater likelihood of becoming

donors. They are also effective in convincing their family and friends to donate or volunteer.

Why people volunteer. Although some altruistic reasons for volunteering exist, these

are rarely the main reasons people do so. According to a study conducted by Murnighan and

colleagues (1993) the top four reasons people give for volunteering are “(1) improve their skills

and to make themselves more employable, (2) stimulate social interactions that may develop into

friendships, (3) put themselves in position for employment when it becomes available or (4)

obtain other self-oriented benefits” (Murnighan, Kim, & Metzger, 1993, p. 518). The study also

indicated that in order for most people to be convinced to volunteer, they need to be able to

justify to themselves that the personal benefits outweigh the costs of volunteering.

Research suggested that the way organizations solicit donations affects how people

donate and how much people donate. Special events are the most commonly reported driver for

fundraising amongst Rising Star’s NPO. This method was rated as the second most effective

fundraising strategy. The most effective method was peer-to-peer fundraising (Blackbaud,


2013). These traditional methods are slowly becoming less effective as the new generation of

donors, along with their new channels of communication, enter the donation pool. There are

three methods of fundraising that are rapidly on the rise within the industry and competition:

Peer-to-peer fundraising, scheduled Donor Meetings, and social networking and other online

donations. The latter only contributes a small portion currently, but this channel has been seeing

a rapid increase.

Another study by Clary and Snyder (1999) went into greater detail in examining the

reasons why people donate or volunteer. The study identified six functions that volunteering

servers for an individual. These functions include values, understanding, enhancement, career,

social and protective (Clary & Snyder, 1999). Table 1 displays a comprehensive definition of

each of those functions.

Table 1 Functions served by volunteering and their assessment on the Volunteer Functions

Inventory (VFI)

Function Conceptual Definition Sample VFI Item

ValuesThe individual volunteers in order to express or act on important values like humanitarianism.

I feel it is important to help others.

UnderstandingThe volunteer is seeking to learn more about the world or exercise skills that are often unused.

Volunteering lets me learn through direct, hands-on experience.

Enhancement One can grow or develop psychologically through volunteer activities

Volunteering makes me feel better about myself.

Career The volunteer has the goal of gaining career-related experience through volunteering.

Volunteering can help me get my foot in the door at a place where I would like to work.

Social Volunteering allows an individual to strengthen his or her social relationships.

People I know share an interest in community service.

Protective The volunteer uses volunteering to reduce Volunteering is a good


negative feelings, such as guilt, or to address personal problems.

escape from my own troubles.

Source: Clary, E. G. & Snyder, M. (1999). The motivations to volunteer: theoretical and practical considerations. Current Directions in Psychological Science, 8(5), 157.

Trends in volunteering, just like trends in every other realm, have changed over time. A

recent study was done by Young and McChesney (2013) to analyze the new trends that are

developing in volunteering. The study found that today, more than ever, volunteers are looking

for something that can make a large impact so that they feel that they are accomplishing

something of worth (Young & McChesney, 2013). “Experiences in which volunteers feel as if

they are making the proverbial ‘difference’ are central to attracting and rewarding today's

volunteers and, if well organized and marketed to potential volunteers, they can have unlimited

potential and benefits” (Young & McChesney, 2013, p. 26). This is useful to Rising Star

Outreach because the volunteer program at this organization can provide volunteers with exactly

this kind of experience.

A study conducted by the United Health Group found that volunteering can have a

number of positive effects on the individual volunteering (“Doing good is good for you,” 2013).

The study surveyed people who had done volunteer service within the past year of their lives.

Findings indicated that 76% of respondents said volunteering made them feel healthier, 94%

reported that volunteering had improved their emotional well-being and 78% said that

volunteering helped them to reduce stress (“Doing good is good for you,” 2013). These positive

effects can be useful in recruiting more volunteers who are seeking to better these aspects of their

lives.

There are also benefits to be had in volunteering through the workplace. The study went

on to say that 81% of employees who volunteered through workplace opportunities reported

stronger relationships with their coworkers (“Doing good is good for you,” 2013). If Rising Star


Outreach is able to work with businesses to provide volunteer opportunities to employees, the

organization is likely to have more success in recruiting and maintaining volunteers. Of course it

would not be very easy or practical for businesses to arrange for trips to India, but perhaps they

could encourage employees to donate money or participate in fundraising activities for Rising

Star Outreach.

Volunteer demographics and psychographics. According to the Corporation for

National and Community Service (Fact sheet, 2010), young people are usually excited to get

involved and volunteer as teenagers. There are a lot of volunteers in the 16-19 age group but as

people age, approaching the 20-24 mark, volunteer rates go down. As Figure 1 shows, however,

volunteering peaks in the 35-44 age group before declining again.

Figure 1

Source: Fact sheet. (2010). Corporation for National & Community Service. Retrieved from http://permanent.access.gpo.gov/gpo29428/2010-factsheet/10_0614_via_2010_fact_sheet_6_10_10.pdf


Oesterle and colleagues (2004) found that one possible reason for that dip in volunteers

for the 20-24 age group is children (Oesterle, Johnson, & Mortimer, 2004). Due to the amount

of time and money required for raising children, “young married respondents and young parents

were involved in fewer organizations than young single respondents without children” (Oesterle,

Johnson, & Mortimer, 2004, p. 1127). The study also mentioned that the role of parenthood

could be more difficult for younger parents than older parents. “Thus, being a parent at later

ages during young adulthood should be less limiting than at earlier ages” (Oesterle, Johnson, &

Mortimer, 2004, p. 1127). These findings indicate that volunteers are most likely to come in the

form of single young adults or older, more established adults who have already made it through

the difficult stage of having young children. Also, because family roles often involve women

taking care of the children, men are more likely to have time for volunteering while children are

living at home (Oesterle, Johnson, & Mortimer, 2004).

A study by the Corporation for National and Community Service examined how

volunteer rates in the Salt Lake City metro area compares to top 50 metro areas in the United

Sates and to the national average (“City trends and rankings,” 2007). As Figure 2 shows, the

volunteer rate in the Salt Lake City metro has been consistently higher than the top 50 metro

areas by about 11.7% and has been higher than the national average by about 10.3%. This is

good for Rising Star Outreach because it shows that the organization is based in a location that

has a high historical rate of volunteering.

Within the Salt Lake metro area, people in suburban locations volunteer more than those

in urban areas, women generally volunteer more than men and the 65-74 age group volunteers

more time than any other group (“City trends and rankings,” 2007). More information


comparing volunteer rates of Salt Lake City to the national average in terms of location, gender,

and age can be seen in Table 2.

The study also found that Minneapolis, Salt Lake City, and Austin have the highest rate

of volunteering, while New York, Miami, and Las Vegas have the lowest rate (“City trends and

rankings,” 2007). Table 3 provides a full list of volunteering rates in each state.

Figure 2

Source: City trends and rankings. (2007). Corporation for National & Community Service. Retrieved from http://permanent.access.gpo.gov.erl.lib.byu.edu/gpo29428/2007-cities/VIA_cities_fullreport.pdf

Table 2


Source: City trends and rankings. (2007). Corporation for National & Community Service. Retrieved from

http://permanent.access.gpo.gov.erl.lib.byu.edu/gpo29428/2007-cities/VIA cities fullreport.pdf

Table 3

Volunteer Rates by Metropolitan Areas


Source: City trends and rankings. (2007). Corporation for National & Community Service. Retrieved from http://permanent.access.gpo.gov.erl.lib.byu.edu/gpo29428/2007-cities/VIA_cities_fullreport.pdf

Donors

Just as important as the volunteers are the donors. Without the proper amount of funds,

Rising Star Outreach would not be able to continue with the aid and services it provides.

Understanding the reasons for donating as well as the demographics and psychographics are just

as critical for donors as they are for volunteers.

Why people donate. A 2012 study conducted on motivations for donating found that

21% of donors surveyed donated to an organization that supported a cause that influenced them

or someone they loved while 16% donated to sponsor a friend that was taking part in a charity

(“Donor perspectives,” 2012). Rising Star Outreach has been effectively used personal


relationships to entice friends of current donors or volunteers to donate, and the organization

should continue to do so.

The study also looked into motivations for people to become regular donors such as the

sponsors of children with leprosy. The top three reasons people decided to become regular

donors included the following: (1) they could see “an improvement in their personal financial

situation,” (2) they were interested in the cause of an organization and wanted to support the

cause and (3) they were provided enough information to see how their donations made a

difference (“Donor perspectives,” 2013, p. 7). If Rising Star Outreach focuses on these three

self-interests of regular donors, the organization will be more effective at finding sponsors for

children in the leprosy colonies.

The study also assessed reasons why regular donors decided to stop making their regular

donations. The top reason for deciding to stop donating is that personal finance situations

worsen, forcing donors to stop donating (“Donor perspectives,” 2013). The second highest

reason was that donors perceived the organization as not using the donated funds as efficiently as

they should. Although Rising Star Outreach has no control over the personal financial situations

of its donors, the organization can use funds efficiently and communicate use of funds to donors.

Doing so will likely increase donor retention.

Donor demographics and psychographics. A study on donor perspectives investigated

the amount of donations different age groups contributed in the course of a year. As Figure 3

shows, people 65 and older donate the most amount of money to charities while people 18-24

contribute the least. This is important information for Rising Star Outreach in determining

which age groups to target for donations.

Figure 3


Age

Source: Donor perspectives: an investigation into what drives your donors to give. (2012). Blackbaud. Retrieved from https://www.blackbaud.com/files/resources/downloads/10.12_DonorProfile_whitepaper_FINAL2.pdf

To understand why people give one must break the people into specific groups.

Individuals don’t always act or give in the same way. For example, a Millennial (ages 18-32)

will not give as much as Baby Boomers (ages 49-67) whom are at the end of their careers and

retiring. It is very important to address the groups accordingly to maximize their donation

potential. The following statistics were taken from www.blackbaud.com, a website that provides

information on non-profits studies for the year 2012.

Millennial (18-32): Also known as Gen Y, This group of individuals constitutes 11% of total

giving back in 2012. 38% of this generation prefers to give to Children’s charities and 33% to

health charities. The majority (57%) want to see the impact of their donation. Their internet

usage varies between shopping (61%), email (86%), banking (80%), music (62%) and video

Average Total Donations in United States, Great Britain, and Australia by Age Group


(54%). The social media sites they use most are 90% Facebook, 97% YouTube, 55% twitter, and

55% LinkedIn. Important to note is that 50% of Millennials share info about the charities they

support on Facebook and 56% of this group view online videos about charities they support.

Generation X (33-48): This group of people contributes a surprisingly small 20% of overall

giving. Of this group 39% gave to health charities, 40% gave to places of worship, 37% Gave to

local social service and 56% Donate goods to charity. 49% of this group wants to see the impact

of their donation. Their internet usage is split between shopping (61%), email (86%), banking

(78%) and music (49%). Social media usage is between YouTube (92%), Facebook (77%) and

linked-in at 57% where 38% share information about charities they support on Facebook and

46% view online videos about the charities they support.

Baby Boomers (49-67): Of the giving percentage this group represents the largest with 43% of

total giving. Their preferences are: 46% gave to places of worship, 52% gave to local social

service, and an overwhelmingly 63% donate goods to charity. Their internet usage is primarily

used for email 87% and banking 72%. Their social media use is Facebook 71%, YouTube 81%

and LinkedIn 46%.

Matures (68+): This group takes the remaining 26% of the total giving. Their preferences of

giving are 50% to places of worship, 55% to local social service, 72% goods to charity, and 42%

volunteer. 52% gave in in response to direct mail solicitation and 34% gave in honor or as a

tribute.

Gipple and Gose (2012) looked more closely at how geographical location and income

level effect donations. The study found that the average charitable giving rate for the U.S. is

4.7%. People living in Utah usually donate 10.6% of their income to charity (Gipple and Gose.

2012). This is 5.9 points higher than the national average. In addition, residents of Provo donate


an average of 13.9% of their income. This is good for Rising Star Outreach because they are

based in a location that contributes much more than the national average. However, more

research needs to be done specifically in Utah to find out whether a large population of LDS

members paying tithing contributes to a high rate of charitable giving.

Gipple and Gose (2012) also found Salt Lake City, Memphis, and Birmingham, Ala.,

have the highest rate of charitable giving, while those in Boston and Providence typically give

less than 3%. Gipple and Gose (2012) also found a higher income does not always mean more

donations. People who earn more than $100,000 per year give an average of 4.2% of their

income while people with income from $50,000 to $70,000 give 7.6% (Gipple & Gose, 2012).

This shows that Rising Star Outreach would have better success targeting middle-class residents

as opposed to the upper-class. Of note, researchers also found that wealthy people who live in a

more economically diverse neighborhood tend to give more than wealthy people who live in

areas with other rich people (Gipple & Gose, 2012).

Challenges

Rising Star Outreach faces a number of challenges in trying to recruit and retain

volunteers and donors. The three main challenges come in the form of competition, time

restraints, and stigma toward leprosy.

Competition. Another NGO need not provide the same service as Rising Star Outreach to create

competition for funds. There are many other worthy causes to which people could donate their

time and money. There are more than 200 charities in Utah County alone (NCSS, n.d.). Rising

Star Outreach needs to set itself apart from each one of those other charities in order to gain

additional support and funds from those in the area. Please consider Christopher J. Doyle’s

actions towards the American Leprosy Missions. The American Leprosy Missions (n.d.) hired


Doyle in 1995 to help the failing organization. The group’s overall donations had decreased by

61% over a 10-year period. Research found that leprosy was losing the donation game against

AIDS and cancer. Doyle, the organization’s CEO, tried many ideas to improve the receipt of

donations. Doyle was eventually able to find the root-cause of the problem by tracing events that

occurred within the organization during the ailing time period. He found that the nonprofit’s goal

had become ambiguous. In turn, the donors had become confused. Many stopped donating to the

organization. By reemphasizing the group’s overall goal, Doyle was able to focus on donations.

He dropped all activities that yielded little results and put leprosy back into the spotlight. The

American Leprosy Missions also began to foster better relationships with its past and present

donors. In doing so, Doyle was able to resurrect the ailing organization. (Lewis, 2001) According

to its website, the American Leprosy Missions operates in 10 countries and has been serving the

leprosy community for 100 years. No means of receiving financial backing has been as pivotal

and essential as private donations. Nurturing relationships and publicizing the disease saved the

organization’s operations.

Along with competing with other charities for funds, Rising Star Outreach also competes

with any other consumer product or service that donors may be interested in. When people make

less money, charitable donations are usually one of their first expenses to be cut. McLean and

Brouwer (2009) conducted a study on the effect of economic downturn on the non-profit sector

in 2009 and found that 52% of non-profit organizations experienced a decrease in contributions

during this time. McLean and Brouwer (2009) found that even with the decrease in funding,

only 35% of non-profit organizations cut their budgets and 59% experienced an increase in

demand for their services during the downturn. This shows that a hurting economy can make


things extremely difficult for non-profit organizations. This effect is mostly due to the fact that

donating money is lower on the list of priorities for the average person.

Time. One of the biggest resources that Rising Star Outreach is competing for is time.

Volunteers can choose to volunteer in India from a minimum of one week to a maximum of three

weeks. Combined with the time it takes to travel to India, volunteers are expected to spend from

ten to 32 days to volunteer for Rising Star Outreach. In the amount of time that it takes for an

individual to volunteer at Rising Star Outreach, there are a number of other activities that

individuals could be engaged in instead. These include volunteering for other causes, being

enrolled in school, working at a job or internship, or entertaining other personal hobbies or

interests.

People want to donate in a way that will not take up a large part of their time (Young &

McChesney, 2013). “The most commonly discussed reason why people cannot (or will not)

volunteer is that they are too busy. An easy way to overcome this barrier to volunteering is with

micro-volunteering, a quick burst of helping that may require only minutes to complete” (Young

& McChesney, 2013, p. 27).

Most of what volunteering for Rising Star Outreach entails is very time consuming.

Although the time factor could be offset by the strong impact serving has on the volunteer, there

is still a large number of people that would feel too busy to commit to go to India. Sponsoring a

child for education is much less time consuming but still requires a time commitment to get the

child through a year or more of school. If Rising Star Outreach could come up with some way to

make donating and volunteering quick and easy, the organization could expect to see an increase

in volunteers and donations.


Travel in India and Government Restrictions

Travel in India is relatively easy, considering the government doesn’t enforce strict visa

regulations. According to the United Kingdom government website, “The Indian government has

relaxed the rules on re-entering the country while on a tourist visa” (“Foreign travel,” n.d.). This

is good news for volunteers seeking to travel to India to serve and help improve lives.

Although there are no big hurdles to jump through with governmental regulations,

research has shown that there are still fears with those traveling to India. A report given by Bly

(2013) said, “the number of inbound tourists [to India] has dropped 25% since December. The

influx of female travelers is down 35%, particularly from the USA, Canada, Australia and

Britain.” This drop is due to fears of recent rapes that have occurred in India. Despite these

incidents, India still reported an average of 6.5 million foreign visitors last year (Bly, 2013).

While there are some dangers present in traveling to India, studies done by the global risk

consultancy firm Control Risks reported that, "although the incident is serious, violent crime

against foreigners remains relatively rare in India" (Stancati, 2013).

Safety

Security is one of the first considerations that tourists deliberate over when deciding to

travel abroad (Ravinder & Archana 2012). The stakes are high for the world’s travel and tourism

industry because they have the highest market potential for profit and growth. That is why

tourism is vital for any country or economy with natural wonders or travel interest. The public

perception of tourism safety in India is predominately negative and fearful. With recent reports

of attacks on traveling women and families, many foreigners have hired bodyguards and drivers

(Rahman et al, 2013). Those that seek bodyguards when touring India usually come from the


United States and the United Kingdom. A common perception from many tourists is that young

female travelers are the most at risk for sexual assault and robbery.

While this perception may actually be greatly exaggerated, tourists should be attentive to the

sanitation of tap water, as most water available in Delhi and its surrounding villages is unsafe to

drink. Pick pocketing on public transportation and in large crowds is also common as tourists are

often easy to spot and be targeted. Women are advised not to travel alone and to wear loose and

conservative clothing. Scams involving sadhus or self-proclaimed “holy men” often lead to

robbery and even greater crimes. Currently there is an on-going campaign called “Incredible

India” targeted at tourists who are fearful about harassment and robbery while traveling in India.

In all, tourists who avoid flashy apparel and immerse themselves into the culture, abiding by

safety tips given by the government, are usually left unharmed.

The Economy

At the beginning of the 2007 recession, one of the most heavily hit business sectors was

the world tourism industry (Egon, 2010). With less discretionary income, tourists traveled less,

spending their money on budgeted necessary expenses. Foreign travel from Australians,

Canadians, and Japanese declined the most. However, travel to China and India went up 30

percent from 2007, as the need for international business in those two countries increased

(“GBTA Study Finds Business Travel Spending to Grow Globally,” 2013). Economists now

expect travel for business and pleasure will increase as overseas manufacturing and trade

becomes more prosperous.

Perceptions about leprosy. Another challenge that Rising Star Outreach faces as it tries

to attract new volunteers is the stigma associated with leprosy. Many Americans are not well-

informed about leprosy and have many misconceptions about the disease.


One of the biggest concerns that potential volunteers have is that they might contract

leprosy if they volunteer to go to leper colonies in India. White (2011) conducted research on

perceptions about leprosy and found that this stigma continues to survive, even in developing

countries. Governments use the stigma to limit immigration. Although fallacies of the stigma of

leprosy are widely published and available to everyone, many people are unaware of them or

simply choose to ignore them (White 2011). Even though the medical evidence shows that this

is not a valid concern, the social stigma is still apparent.

One advantage that Rising Star Outreach has is that the stigma is less apparent in

developed countries like the United States than it is in under-developed countries like Tanzania

(Roosta, Black, & Rea, 2013). These findings may cause difficulty for Rising Star Outreach to

acquire new volunteers because of the misconceptions about leprosy, but may also give some

insight into the areas that the organization could focus on to change public perception of leprosy

in the United States.


References

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